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White Knight works with Coley Porter Bell for new identity


By Gillian West, Social media manager

March 4, 2013 | 2 min read

White Knight Laundry company has engaged Coley Porter Bell to create a new corporate identity in order to rejuvenate the brand.

Coley Porter Bell was tasked with creating an image which reflected the company’s core strengths as well as differentiated it from its rivals.

As White Knight holds the Royal Warrant Coley Porter Bell incorporated this into the company’s new logo, which is based on pieces of White Knight’s linen, folded origami-style, to create a knight’s helmet.

“Laundry is differentiated massively on quality, with pool linen at one end and high quality five star linen at the other, but the players are poor at communicating this. As top end providers we hope to depend on this powerful brand to make that point. We can provide the high quality service throughout the range that others can’t. Hence our strap line: ‘Laundry your way’,” commented Robert Adams managing director of White Knight.

The new logo is set against a regal purple background, and has been created in such a way that it can be reproduced across a wide range of applications, materials and media.

“It’s ironic that the industry is about creating good first impressions, because most of the players don’t,” said Coley Porter Bell creative director Stephen Bell. “They all look very samey, very cold.”

"The identity expresses the strategic thought ‘Laundry your way’. It reflects both the category and the fact that White Knight tailors its services to the client’s needs,” Bell adds.

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